What H-E-B Can Teach You About Building a Destination Business
When most people think of a destination, grocery stores probably don’t come to mind. Yet some manage to surprise, turning ordinary aisles into a full-on cultural experience.
A few months ago, my sister came to visit me in Houston. She’d never been to Texas, and I had just 2.5 days to give her the full experience. Buc-ee’s? ✅ BBQ? ✅ Two-stepping? ✅ Rodeo? ✅ Brunch on a farm? ✅
But the real surprise? H-E-B.
At first, she laughed at the idea—“a grocery store?” she asked. But Sunday morning at H-E-B is something else entirely. From the Texan cooking demonstrations and sample bites to the sips from local brewers and wineries, it’s a full-on cultural experience. She wandered the shelves, tasting, marveling, shopping, and realizing that this store was more than a place to shop—it was Texas in action.
It’s a perfect example of what a recent Skift article on grocery store tourism highlights: travelers are increasingly seeking authentic, local experiences, and even something as ordinary as a grocery store can become a destination when it captures culture, story, and vibe.
H-E-B isn’t just selling groceries; they’re selling a sense of place.
Every section tells a story: local salsas, Texas-inspired coffee roasts, fresh-baked pastries and panaderia, and products that feel hand-picked for the community. The store hums with energy and pride, and that energy is contagious. By the time my sister left, she wasn’t just impressed, she was taking pictures to show off on social media!
What This Means for Small Business Owners
For small business owners, the lesson is clear:
What people remember and what makes them willing to plan a trip is how your business makes them feel, the story it tells, and the culture it reflects.
H-E-B isn’t iconic because of its products alone; it’s iconic because it embodies the spirit of Texas. From the selection of local favorites to the energy of the store itself, it’s a place people experience, not just a grocery store.
So how can you turn your own business into a destination? Focus on these three pillars:
1. Culture: What makes your business feel rooted in your community? How do people know they’re somewhere special that reflects the people and the place?
2. Story: How do you tell your unique story in every touchpoint? From your website to your space and products to your social media, your story should be consistent, compelling, and personal.
3. Vibe: What kind of energy, aesthetic, or experience do people feel when they’re there? Your vibe is what sticks with them long after they leave—it’s why they tell friends, post on social media, and come back.
Even the most unexpected businesses can become destinations if they get these three right. A grocery store, a food truck, a boutique, a small distillery—when done thoughtfully, your business can become the place people can’t wait to visit.
Bring Your Business to Life
If you’re ready to elevate your business into a true destination, Nhela helps Texas-based small businesses do exactly that, through story-driven branding, cultural insight, and immersive marketing experiences that make your business unforgettable.
